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May 2007’s Featured Archive Article: Aesthetically Marketing Yourself - 101!As An Independent Within The World Of
Select Your Aesthetic Specialty: You should attempt to become known as a specialist in at least one, if not several specific aesthetic and spa service areas. Whether your favorite area is therapeutic facial and body treatments, laser treatments, makeup artistry for editorial work with magazines, film and television, permanent makeup, airbrush makeup, or any one of a number of professional medical services – there’s plenty of room for you at the top. It’s time to pick your aesthetic niche and your specifically targeted market! Explore all of the potential specialization options ahead of you to fulfill your future career and your long-term dreams. Today, there are professional aesthetic and medical beautycare specialists just in treating acne and ‘Eyebrow Arching’ that make wonderfully successful careers with matching incomes. You must create or find your aesthetic niche and work to effectively market it as much as possible. Create A Distinctive Image: Even if you work as an independent contractor or a freelance aesthetician you should have a distinctively unique name or business name. Select a business name that clearly identifies your aesthetic specialty services. Work with a professional graphic designer and printer to create a special logo with a complete stationery package. You can easily find freelance graphic designers through any local printer. Select a consistent ‘look’ and image for yourself and your aesthetic business that will create a professional attention grabbing identity. You want to create a memorable first impression, whether people first meet you in person or by mail. Create a full color professional brochure that will show a photo of you at work, plus illustrations from your portfolio. This should include a brief biography and an abbreviated version of everything within your large presentation. This will be important for direct mail marketing and as a professional handout, after client consultations, presentations and media interviews. You only get one chance to make that first impression! In fact, as an independent aesthetic professional not working under the umbrella of a salon, skincare clinic, spa, or medical spa -- you should always attempt to ‘dress for respect’ rather than for success. Remember that you are always on stage – whether meeting a regular patient / client or at an interview or ‘on the job’. Create A Personal Marketing Plan: What do you want to accomplish? Write a detailed, yet short list of no more than five or five to ten marketing objectives for yourself and your professional aesthetic business. Write at least one to three specific goals for each business objective – in quantitative terms. In other words, list dates, dollar amounts, growth percentages per category and anything that makes you operate more like a traditional business. After you create objectives and goals, you will need a list of ‘Personal Action Plans’ with a ‘Timeline.’ This becomes a daily, weekly, monthly and annual marketing plan for yourself. Once you carefully create your plan, it is time to WORK your plan! Sample Marketing Objectives:
Sample Marketing Goals:
Sample Acton Plans:
Create An Aesthetic Service Portfolio: Take the time to update your old portfolio or to start anew! Get some new action photographs of yourself at work, illustrating your desired specialty areas. Place professional photographs of your actual makeovers and finished work in a large presentation album or portfolio. Make sure to include your media releases with any published pieces that have appeared in the media. Include your most up-to-date career biography --- NOT a resume. There is a difference. Your aesthetic business biography should include all of your work experiences, credits and specialty skincare service areas. Detail all of your best experiences, assets and traits. Include select testimonials from clients, patients, actors, actresses, art directors, producers, editors and anyone of notoriety. Create a complete list of your credits, credentials, awards, honors and all of your advanced educational experiences. Include all volunteer and charitable work experiences. Divide your visual and written presentation portfolio elements into different categories that will highlight your various specialties. Here are just a few examples, to get you started:
Create Target Mailing Lists & Email Databases: If you are not into the computer age, now is the time to get started. Create a series of ‘Target Email & Mailing Lists’ in your database, so that you can create and facilitate periodic direct mail and email announcements. Keep a list of your current contacts that already hire you, while attempting to network through them to other similar professionals. Define any potential new prospects and employers, whether these are to become freelance, special project or full-time venues. Divide your lists into various categories, based upon the specialty services you offer these contacts. Make sure to constantly update all of their information, titles, email addresses, cellular telephone numbers, fax and more. Keep it up-to-date on a monthly or bi-monthly basis. Work The Media: PR exposure will be critical to your success as an independent aesthetician! When possible, hire a publicist and / or an agent. In the mean time, start to work the media with a series of press releases announcing your newest aesthetic services, equipment and techniques with any special certifications or advanced educational honors. If necessary, hire a writer on a freelance basis. Look for journalists that specialize in professional beautycare by asking your local newspaper or regional magazines for their recommendations. Create personalized ‘Pitch Letters’ to the local newspapers, TV producers, regional magazine editors and Internet website managers. Create another list for national and international aesthetic and medical skincare industry contacts. Request copies of each publication’s Editorial Calendars, so you can pitch your services to meet their needs on a timely basis. Offer to write as many feature stories as possible for their readers. Just remember to meet the needs of their readers first and foremost, rather than to over-commercialize yourself. You will still get the respect you are after. Send copies of your aesthetic, laser treatment, spa services and makeup artistry photographs to the local, national and international media with an attached feature story or press release. Attempt to write or submit ghostwritten expert stories for professional beauty, film, photography and other trade media resources – so you become known as ‘THE’ nationally recognized expert at any given topic. Go after as many media opportunities for yourself as possible, from TV Talk Shows to newspaper feature stories and magazine Q & A Columns. Offer FREE Aesthetic Services: Word of mouth marketing can be effective, if you select the right ‘mouths’. If just getting started, volunteer your work to charities, TV Talk Shows, Style & Fashion Editors, presidents of ladies clubs and any celebrities traveling to your town. Make sure that every top quality hotel staff and concierge has one of your cards and aesthetic service brochures. Education Is Power! Take as many advanced educational courses and seminars as you can each year to develop your aesthetic specialties. Attempt to study under some of the industry’s greats by taking private lessons from the masters of each craft or category. Volunteer to assist them on stage, at a runway fashion show, on the set of a movie or in a salon! Attend professional aesthetic, spa, medical and beauty trade convention workshops. Don’t be afraid to study internationally. Start to teach other professionals and consumers about your specialized areas of aesthetic services. Teaching will often help you sharpen your skills, while positioning yourself as the recognized expert in that same area. Save magazine articles on marketing, advertising, PR and promotions in a special personal file. Borrow or buy books on marketing and public relations. Once you have sharpened your pencils at both ends – start to offer your educational services on stage at national conferences. Marketing Power: Your business won’t usually build itself, without some extra time and effort. You must learn to professionally brag about yourself and when possible, hire someone to help brag for you. Consider regular direct mail campaigns, email newsletters, email blasts, a strong website with makeover photographs and full color brochures. Advertise your specialty aesthetic services in the various nationally recognized website and trade directory publications. Always look the part and carry plenty of business cards. The next plateau is right around the corner, if you are ready to climb it. Advertising, Marketing and PR needs to become an extremely important investment in your future aesthetic career success. Create an annual Marketing Calendar, so you are seasonally promoting your various specialties and services. Keep It Fresh! Plan your work and work your plan! Join professional associations and local networking clubs. Become an official card carrying member of a professional beautycare organization – or start one. Update your portfolio and marketing materials on a regular basis, while also maintaining a consistent synergy between all of your advertising, marketing, PR and graphic design elements. Always make it fun for everyone you work with, by keeping your aesthetic talents and your business marketing programs fresh. Now, it’s up to YOU!!! About Larry H. Oskin
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Today, there are many independent aestheticians and spa professionals. Whether you independently work freelance within a skin care clinic, spa or any medical center, you need to see a bigger and brighter future for yourself and your aesthetic career! It’s time to let the world know about your best talents, so you do not remain one of the best-kept secrets – in the world of professional skincare, cosmetic and makeup artistry!
Larry H. Oskin is president of Marketing Solutions, a full-service marketing, advertising, media relations and consulting services agency specializing in the professional beauty business. Clients include salons, day spas, medical clinics, manufacturers, associations and beautycare entrepreneurs from across North America. For more information contact Marketing Solutions in Fairfax, Virginia at 703-359-6000 or via e-mail at: LNEONLINE Site-Map
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